10 Fatal Mistakes Food and Beverage Founders Make That Kill Their Brand

I run a branding studio specializing in F&B brands. We work closely, consult, and build their brands from scratch. And these mistakes? I see them every day.

If you avoid them, you’ll save years of pain and build your brand much faster.

1. Terrible Brand Names

Founders fall in love with their brand name. It’s emotional. But if it’s not memorable, doesn’t click with your audience, and fails to stand out, you’re dead on arrival.

2. Copycat Products – Zero Innovation

Chips are chips, soda is soda — sometimes you can’t reinvent the wheel. But you can reinvent perception. Unique flavors, storytelling, or packaging can make all the difference. If you look like a knock-off, you’ll be treated like one.

3. Designing to Look Like Competitors

Founders often say, “Make me look like this brand.” That screams cheap rip-off. Nobody trusts a copycat.

4. Weak Positioning

Stop trying to be everything. Positioning is about trade-offs. Talk to everyone, and you resonate with no one.

5. Constantly Changing Packaging

Packaging builds recognition. Redesigning every few months kills it. Find your core identity and evolve subtly when needed.

6. Overloading Packaging with Messages

Too many claims, benefits, emojis, and certifications confuse customers. Focus on one clear USP, communicated as a benefit.

7. Too Many Unrelated SKUs

Chips today, soda tomorrow, protein bars next week — dilution kills brands. Dominate one category first, then expand carefully.

8. Trend-Chasing

Trends fade. Patterns last. Keto? Trend. Health and wellness? Pattern. Build around patterns, not fleeting fads.

9. Wrong Price Story

Your price signals your brand story. Fighting discount wars or cheap bundles brands you as “bargain,” a story no one wants to tell.

10. No Marketing Budget

“If the product is good, it sells itself.” Wrong. F&B brands rely on trial. Sampling, distribution, and marketing nudges are essential. No budget? No traction.